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Majestica Hotels

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Submitted By duncwhite
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InterOffice Memo
To: Subject: Majestica Hotels Inc. Position to take regarding the Shanghai opportunity

Problem Statement Majestica Hotels has been given the opportunity to manage a new luxury hotel development in Shanghai being constructed by Commercial Properties of Shanghai Limited (CPS). Negotiations have been stalled due to the different expectations of both parties regarding their roles in the new development and the terms of the management contract. Alternatives Majestica has three options at this juncture. The company can either stick to the established operational guidelines and not compromise on any aspect of the contract negotiations, provide concessions in certain aspects and counter‐propose, or leave the negotiations entirely. Based on a detailed SWOT and trend analysis (Exhibit 1) as well as the benefits to both parties as a result of this partnership (Exhibit 2), the preferred route for Majestica to take in this case would be to provide concessions in certain aspects and counter‐propose. Analysis of the preferred option Due to the established reputation of Majestica, it is important to ensure that the concessions made do not negatively affect the core competencies of Majestica (Exhibit 3) as well as its brand value. Should negotiations reach a point where these competencies or the brand value could be compromised, it would be in the interest of Majestica to not proceed any further with the partnership. What needs to be stressed is Majestica’s extensive experience in this industry. Detailed analysis of the various points of contention, as well as how critical each is to the brand and whether there is room for concession (Exhibit 4), shows that there is room for Majestica to counter‐propose. Several possible stands for each point of contention where concession is permitted have been analysed (Exhibit 5), and the most preferred for Majestica have been outlined. These recommendations would show that Majestica is willing to be flexible and take suggestions, thus showing some good faith to CPS during the negotiation phase. Summary of analysis The specific counter‐proposals for each point of contention can be found in Exhibit 6. Based on the analysis these points, certain items were deemed too important to the integrity of Majestica’s operations and not put forth for possible concession. Items such as the pre‐opening ceremony, the name of the hotel as well as the general staffing policy were deemed too closely related to the guests and their experience. Arbitration, although not directly related to core competencies was taken off the table as this would be an important aspect to protect Majestica’s interests in the future. While it would be preferable to limit the owners access to the rooms, this option was kept open as a way to appease CPS and prevent any requests that Majestica would not be agreeable to, should the need arise. Conclusion and Implementation Because of the strategic importance of the Chinese market for Majestica, and the fact that it is a lucrative market that is currently underserved in the niche Majestica operates, it is advisable that the company endeavour to work with CPS and make concessions to some points of contention. While this is preferable, it is of utmost importance that these concessions do not and will not impact the brand as well as core competencies of Majestica. If this should happen, it is advisable to pull out of negotiations altogether. In terms of implementation, milestones Majestica should take note of are the twelfth and thirtieth years for staffing in addition to the routine yearly performance appraisals.

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